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“Dallas is our home and so it’s particularly exciting to launch LOOK Dine-In Cinemas in the community that has given me so much,” Schultz said at the time of the Dallas opening. That comes on the heels of the chain filing for Chapter 11 bankruptcy last year. In California, LOOK took over three Studio Movie Grill leases to reopen venues. Arizona and New York locations are coming soon.
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Since then, five more venues have rolled out in California and Florida. Anyone inside the theater can order, pay, and receive anything directly from their seat via their mobile phone.Įarlier this summer, the first LOOK Dine-In Cinemas opened on Technology Boulevard in Dallas as a 14-screen, full-service movie theater. Schultz and his team describe LOOK as a “technology-first luxury cinema,” in which the entire guest experience relies on the company’s Look & Dine platform. So he asked himself another question: “What makes going to the cinema unique and special for guests?” Schultz realized he had to find a way to reinvent the experience, with a variety of carefully curated details that would give audiences reasons to leave their homes and buy tickets to the cinema.ĭallas-based LOOK Dine-In Cinemas was born from those questions. That’s why he knew things would be different in a post-pandemic world. With 30 years’ experience as a cinema executive, he played a major role in mainstreaming the concept of enjoying an actual meal (not just popcorn) while seeing a movie in a theater. Schultz is well known as a pioneer in the dine-in cinema category, having been the founder and CEO of Dallas-based Studio Movie Grill. But it wasn’t surprising that Schultz was peering through the fog, innovating and adapting to be on the forefront of a changed industry.
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Last year, as the coronavirus pandemic wreaked havoc on both restaurants and movie theaters in the U.S., Brian Schultz asked himself: “If I was going to start a new dine-in cinema company, what would I do differently?”ĭuring the worst months of last year, many entertainment venues-including a number of big-name movie theaters-were temporarily, and later, permanently, shuttering their doors.
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